Sound
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EMIRATES: THE SOUND OF DUBAI REOPENING TO THE WORLD
After months of grounded skies, Dubai reopened. Emirates marked the moment with a commercial telling the world the city was back. WithFeeling composed the original music for the spot, written for a brand and a moment that needed both emotional weight and quiet confidence.
THE CHALLENGE
Compose original music for one of the world’s most recognised airlines, at one of the most emotionally loaded moments in modern travel. The score had to feel hopeful, warm and unmistakably Emirates, without ever leaning into anything that felt opportunistic or heavy-handed. A simple brief on the surface, with a very high bar underneath.
THE APPROACH
WithFeeling wrote a piece tuned to the visual: warm melodic lines for the human moments, lift in the brass for the city reveal, and a clean, optimistic resolve to land Dubai’s return. Restrained where it needed to be, generous where it could be. Built to honour both the brand and the bigger moment without ever asking for attention.
THE RESULT
An original score that gave Emirates’ reopening film its emotional weight. The music helped the world’s most recognised airline say “Dubai is open” with the warmth and confidence the moment deserved, and that the brand asks for as standard.
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